Blue Shield of California has launched a new advertising campaign in markets across the state. The campaign reflects the issues facing Californians and the nonprofit health insurance plan’s support to its plan members for their health, happiness and wellbeing.

At first glance, Jeff Semenchuk might seem more like a start-up guy than a health insurance company executive. He and Blue Shield colleagues are designing how health care should be delivered, for the benefit of the patient, the physician and everyone in between.

The Mission & Values in Action​ award is Blue Shield of California's highest honor, given annually to individuals and teams who champion innovative ideas and whose achievements create a positive change in support of our mission and company.